As the J.Lo/Owen Wilson rom-com Marry Me hits theaters just in time for Valentine’s Day, the project is providing a big look for Latin superstar and supporting player Maluma. In addition to portraying Bastian, Jenny From the Block’s philandering fiancé (whose womanizing sets the plot machinery in motion), the WK-managed artist contributed mightily to the film’s soundtrack. That SMLE set, including hot single “Pa Ti” (a J.Lo/Maluma duet), racked up some 30m Spotify streams its first week.

Maluma has been making the TV rounds to promote the film—his heavy on-set schedule has included two Fallon appearances, CBS This Morning, The Today Show and Ellen. What’s more, he's the subject of a special-edition bottle of Hennessy, the first such artist pairing the famed liquor brand has undertaken.

What’s next for Maluma? We’re thinking lots more. As for us, well, we may not have a HITS-branded bottle of booze, but we’re definitely writing our names on this red cup. In Sharpie.